Villanova, Pennsylvania, United States
Metrics driven, ROI based Marketing Leader who drove 30-40% YoY growth for 4 years straight resulting in $1.6B+ in topline sales and 150% increase in website traffic by creating digital marketing teams governed by analytics with tightly orchestrated paid & organic search, display and email campaigns, and rigorous site-side testing and experimentation. Managed annual budgets of $37M, with multiple vendors and 20+ contracted resources. I thrive at the intersection of insight and execution: activating strategy through dashboards, experimentation, and cross-functional leadership. I’m also a frequent speaker on measurement and talent development (PhillyData, Google Analytics Summit, eMetrics, and more). INDUSTRY KNOWLEDGE: Telecom | Cable | Pharmaceuticals | Credit Cards | Banking | Retail |Software and Non-Profit Experience. AREAS OF EXPERTISE: ● HCP CRM & Lifecycle Campaigns |”Next Best Action” ● Demand Generation & Lead Nurturing ● Growth Marketing Strategy (HCP & Patient) ● Digital Privacy Compliance ● Experimentation & Conversion Optimization ● Multi Touch Attribution & MMM ● Team Building | Executive Story Telling ● Martech & Adtech architecture Board member, mentor, and lifelong advocate for making analytics actionable.
Pharma analytics strategist specialized in communicating the value generated from customer & CRM analytics - AI, DS or martech generated - for CPG and big pharma marketing organizations (Kenvue, J&J and GSK). • Led strategy & delivery for Kenvue’s HCP customer marketing (CRM) account. Grew CRM as a percent of marketing spend yoy while flawlessly delivering ‘Next Best Action‘ multi-channel marketing campaigns, orchestrating sales, email and media touch points to optimize HCP promotion of OTC products – including Listerine, Zyrtec, Tylenol & Neutrogena. • Managed 10 junior analysts. 7 achieved promotions and zero churned. • Google Analytics 4 & One Trust/privacy compliance vendor for Fortune 100 Pharma company. Led team of 6 delivering OneTrust implementation for 160 websites in only 6 weeks to meet CCPA compliance deadline.
Designed and built integrated data science and analytics function supporting digital and store marketing teams (including RX, Front End, and Advertising) with a focus on Martech & data science stacks, and analytics pod structure. • Managed 20+ analyst data team - including on and offshore resources. • Delivered a suite of interactive sales & out-of-stock dashboards supporting front-end merchandising teams. • Defined KPI for measuring digital’s success rate in driving Omni-Channel engagement. KPI adopted by Rite Aid Board as one of 2 corporate measurements of success for the digital channel.
Drove cross-marketing executive adoption of shared outcome measurements (KPIs) and marketing goals (OKRs) to better define and communicate the value of marketing across the broader business. Drove Martech collaboration across business teams to define strategy for company wide implementation of Adobe Launch Tag Management tool and develop requirements for adoption for adoption of a CDP.
• Managed team delivering all marketing technology, analysis, compliance and analytic evolution to support 62 sites in 12 countries and 7 languages through GDPR introduction • Delivered global tableau dashboard, automating web (Adobe Analytics), email (SFDC), SEO (Google) and social (Kronos) reporting data across 12 countries.